Abstract [en]

Objective: The main purpose of this study is to get an understanding of what purpose a corporate identity and image has for the choice of promotional products.

Method: The study is based on a qualitative research and a case study has been made of two companies/organizations as buyers of promotional products and their profile companies. A cross-sectional study has been made of the receivers of promotional products.

Results: A corporate identity and image have a big impact on the choice of promotional products, especially the company’s strategy, culture, design and market communication.

Limitations: The study have only researched two Swedish companies/organizations and their profile companies on how they choice promotional products.

Practical implications: The result in this study can be used to choose promotional products for the purpose to strengthen a company’s brand.

Originality: Many researchers have studied corporate identity and image and many have studied promotional products in different aspects, but few have studied the combination of the two and looked at the meaning corporate identity and image has for the choice of promotional products.